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Bell Media Launches Season 4 of GAME OF THRONES Through Immersive, Multi-Tiered Marketing Campaign

— March 24, 2014

WINTERFELL(March 24, 2014) – Bell Media is engaging fans of HBO’s massively popular epic fantasy series GAME OF THRONES through the largest and most innovative marketing campaign in HBO Canada history, demonstrating for the first time the scale and innovation made possible by the union of Astral and Bell Media. The campaign features the immersive app iRiS Game of Thrones: Conquer the North, available now on both iOS and Android, which was developed in partnership with the Bell Media Agency, Bell Media Mix, Astral Out-of-Home, and Ad-Dispatch. Utilizing iRiS technology developed in partnership with Astral Out-of-Home, iRiS Game of Thrones: Conquer the North is the central component of a massive campaign that also includes a premium, strategic mix of paid and in-house media.

“Our overall strategy was to market the premiere of GAME OF THRONES Season 4 to the level of a massive theatrical release,” said Jon Arklay, Senior Vice-President, Bell Media Agency, Brand, Creative and Marketing. “With its phenomenal success and dedicated fan base, our challenge was to develop a campaign that measured up to the epic scale of the show and our viewers’ heightened expectations. We wanted to discover new ways to connect fans to the show.”

In Eastern Canada, HBO Canada’s unprecedented marketing campaign also features extensive paid media, including dynamic digital billboards on the Gardiner Expressway that countdown to the premiere of GAME OF THRONES and presence at Yonge and Dundas Square, both in downtown Toronto. The campaign, featuring tease, launch, and sustaining components, also consists of extensive cross-promotion across Bell Media via its television, digital, radio, social, and out-of-home properties as well as print ads in Movie Entertainment magazine and promotion in select Bell Retail stores across Canada. Season 4 has already been teased on some of the biggest television events of the year like CTV’s broadcasts of SUPER BOWL XLVIII and THE 86thANNUAL ACADEMY AWARDS®.

The overall campaign extends to May when HBO Canada once again hosts GAME OF THRONES: The Exhibition in Toronto – a mid-season reward for the fans, offering viewers the opportunity to get even closer to the show with the exquisite display of props, costumes and weaponry. HBO’s GAME OF THRONES: The Exhibition returns to Toronto`s TIFF Bell Lightbox May 14 – 18.

About iRiS Game of Thrones: Conquer the North:

The Conquer the North experience is linked to a street-level, out-of-home extension in Toronto that encourages fans to interact with hundreds of transit shelter ads using their mobile devices. Once triggered, the app unlocks exclusive video content and allows users to choose their allegiance to a House of Westeros, and insert a photo of themselves on the iconic Iron Throne.

iRiS Game of Thrones: Conquer the North interacts with over 300 transit shelter ads located throughout Toronto, at the expansive domination at the entrance to Union Station at Brookfield Place, and also online across Canada at hbocanada.com/conquer-the-north. In Western Canada, the app is presented by Corus Entertainment’s Movie Central.

Once downloaded, users point the activated app on their device over select artwork from the series, triggering an Augmented Reality animation and three unique experiences:

Show your allegiance. Selection of a House sigil allows fans to demonstrate their devotion. Through geo-location targeting technology, fans can look at a map of Canada that details the dominant House allegiances by neighbourhood and Province.

Take a Throne ”selfie”. Fans can take a selfie and paste their photo onto the iconic Iron Throne of Westeros, and share these photos with friends via social networks.

Unlock exclusive GAME OF THRONES content. Updated weekly.

About GAME OF THRONES:HBO Canada presents the highly anticipated Season 4 debut of HBO’s Emmy®-and Golden Globe® Award-winning series GAME OF THRONES, premiering Sunday, April 6 at 9 p.m. ET/MT, day-and-date with HBO in the U.S. Following last season’s Red Wedding massacre, the new season introduces a plethora of compelling storylines that play out to their inevitable, and bloody, conclusions. With an average audience of over one million viewers, the third season of GAME OF THRONES broke all viewership records for The Movie Network and Movie Central, making it the most-watched series in Canadian pay television history. In advance of the Season 4 premiere subscribers can catch up now on Season 3 of GAME OF THRONES on TMN GO.

HBO Canada brings Canadians HBO’s current slate of signature dramatic and comedic programs, together with new and never-before-seen programming including comedy series, live specials, sporting events, behind-the-scenes content and titles from HBO’s extensive library – all in an uncut and commercial-free environment. HBO Canada is offered in high definition on HBO Canada HD and programming is accessible on TMN GO, on demand and online where available by service provider. For more information, please visit www.hbocanada.com. In Eastern Canada, HBO Canada is a division of Bell Media, which is part of BCE Inc. (TSX, NYSE: BCE), Canada’s largest communications company. In Western Canada, HBO Canada is offered by Corus Entertainment’s Movie Central (Western Canada).